European retail fashion programmes for Barbie include its partnership with Wildfox, a high-end collection offering a combination of denim, swimsuits and tees highlighting Malibu Barbie from the ‘80s. Collections with Uniqlo, Forever 21, Primark, Top Shop and ASOS will now offer girls of all ages a range of Barbie clothing and accessories.
Barbie fans can also now follow Barbie on the Instagram account @BarbieStyle, dedicated to featuring Barbie’s association with fashion, art, style and culture.
María Maranesi, VP Mattel Consumer Products, said: “We are really leveraging the Barbie brands 55-year heritage to create multiple iconic looks providing retailers and licensees a way to bring the brand to life that best targets their consumer. Our focus this year across the portfolio has been to secure unique partnerships that deepen the consumer’s relationship with our flagship brands.”
Mattel has also secured major fashion retail partnership for Monster High with a high-end co-branded capsule collection by IKKS in France and Spain, and the first partnership with H&M. Primark, C&A, Tesco, Argos and Toy R Us will continue offering Monster High daywear, nightwear and accessories collections across EMEA throughout 2015.
Mattel is also developing new best-in-class partnerships and product offerings for infants, kids, tweens and adults with global programmes for its key properties including Thomas and Friends, Ever After High, Hot Wheels and Fisher-Price.